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$80,000 New Logo Launch, What Do You Think?

Is the new logo worth it?

 

The total cost of the launched by the Columbia Association on Thursday will be about $80,000, according to the CA.

Kelly Cooper, spokesperson for the Columbia Association, said the development of the logo and launch planning cost $28,750. In addition, the month-long launch plan, which includes advertising costs and promotional items such as staff and t-shirts, will cost $47,167.

The new logo launched with a snazzy YouTube video on Thursday morning, which one YouTube commenter likened to a Google product ad.

The logo looks similar to a flower with blue and green leaves. The colors symbolize the sky and the earth, according to the CA, and the leaves are comprised of people with open arms. And when a stem is added and two of the bottom leaves are removed, the logo harkens back to the People Tree, the CA logo of the past 15 years.

The new logo was also designed to be flexible on social media and represent the changes underway in Columbia, including the Symphony Woods Development, mall development and Downtown Plan, according to the CA. 

The CA didn’t own the copyright to the image of the People Tree and after exploring options to purchase it decided a new logo was the best option.

CA Board Member Tom Coale wrote on his blog, HoCo Rising, the “CA decided to move forward without soliciting proposals from the community. While Columbia residents were a high priority throughout the process, they were not a decision-maker here. That was a risk and one I think the CA staff overcame with a successful product.”

What do you think of the new logo?

Moshe Milich April 20, 2012 at 05:38 PM
A waste of our Tax Money...I'm a Graphic Designer with over 30 years experience, and about 10 years of Art Education. Based on my credentials, I hope my comment has some merit...
michelle April 20, 2012 at 05:42 PM
I'm trying to think of other CA priorities that could have fit the $80K bill. Can anyone enlighten me?
LizPerrayd April 20, 2012 at 06:08 PM
That's not even a tax! It's a fee! Cool logo. Ridiculous cost.
Nicole McFarland April 20, 2012 at 06:43 PM
I like it. The price tag is what it is. The reality is advertising costs money, and they are a business who can afford and needs to spend money to make money. And now, because of the change a lot of people are talking about the Columbia Association, aren't they? That's worth more than the $80k price tag.
LucidGal April 20, 2012 at 07:57 PM
Somebody saw these folks coming...
Srsly April 20, 2012 at 10:30 PM
$50k "launch plan"? 30k logo? Then how much more to change, signs, stationary, re-paint CA vehicles with the new logo, etc.? In this economy where people are still struggling I would have thought CA could have done something more sensible with all that disposable money.
susan clack April 22, 2012 at 05:38 PM
I am also a graphic designer who lives in Columbia. I am not impressed with the logo as a graphic and the cost is reprehensible. (I walk indoors at supreme sports where the roof has been constantly leaking for years....buckets can line the track at times) I would bet CA could have gotten local designers to donate or give reduced rates for their services. The new logo looks like a spritz cookie.
susan clack April 22, 2012 at 05:46 PM
Yes. I'm in total agreement.
susan clack April 22, 2012 at 05:46 PM
supreme sports rook over the track has been leaking forever.....
susan clack April 22, 2012 at 05:48 PM
I read in the newspaper that the total cost to replace old logo is $200,000.
susan clack April 22, 2012 at 05:48 PM
People have been talking about CA for many months, so that's no real gain.
Cola MD April 23, 2012 at 02:31 PM
Why would CA do as you suggest when they can send $80k of business to a former CA board member's company? Doesn't anybody pay attention to these things? And oh, by the way, the CA president makes more than $200k a year and gets something like $900 a month for "vehicle expenses" (whatever that is) ON TOP of his salary!!! See: http://archives.explorehoward.com/news/78259/columbia-association-president-elects-stay-until-2014/
Maia September 13, 2012 at 04:05 PM
This is disgusting. There are so many other issues that could be helped with that money, and the $80K is only the start of the process. Every piece of stationary will have to be changed. Every sign will have to be changed. There are too many changes to mention, and each one will cost more money than is acceptable. Are people going to stop paying their CA fees because the logo isn't new? No. Are people going to stop buying memberships to the gyms or pools because the logo is still the People Tree? No. They will stop buying those memberships because the facilities are going to hell and money is being wasted on a stupid logo!
Maia September 13, 2012 at 04:05 PM
How about we put that money into fixing the facilities, or working on improving villages like Harpers Choice or Oakland Mills or Wilde Lake? They could all use a lot of help, and working to improve those are what will help Columbia go back to the glory days of being a great place to live and raise a family. Is CA also planning on raising the already outrageous fees on memberships to cover the cost of the new logo? How about we decrease the costs of memberships to make them more affordable so more people can purchase them? How about lowering the costs of some camps, so that children have a safe, fun and educational place to spend the summer? How about building some teen centers, so these kids are not walking the streets looking for trouble? How about we fix some of the playgrounds and walking trails? How about actually finishing the dredging that was started and never completed? Do none of these ideas seem like a more worthy cause than a stupid new logo that personally reminds me of the BP gas station logo?
Maia September 13, 2012 at 04:07 PM
And I am sorry, but how asinine is it to say that if you add a stem and remove two of the leaves, the logo sorta, kinda resembles the old People Tree logo? So, if you completely change the design of the new logo, that we spent $80K to create and launch, you can kind of see the old logo? Yeah, and if you leave the logo how it is, you can easily see the new logo and save Columbia residents a ton of money.
Maia September 13, 2012 at 04:07 PM
Lastly, this statement just angers me. “CA decided to move forward without soliciting proposals from the community. While Columbia residents were a high priority throughout the process, they were not a decision-maker here. That was a risk and one I think the CA staff overcame with a successful product.” Changing the logo is not a priority for Columbia residents. Improving neighborhoods and making our streets safe to walk again is a priority. Why did you decide to move ahead without soliciting the opinions of the residents who are such a "priority"??? Is this new logo going to improve anyone's life? Only the people who are getting paid $80K to create and launch it. CA is not a business that is selling goods to people around the country, or event the state. It is supposed to be an organization that is working to keep Columbia a wonderful place to live; instead they just raise fees, let facilities and neighborhoods go down the drain and ignore the actual needs and wants of the community they are supposed to be looking out for. But hey, as long as Columbia's golf pro is making $190,000 a year, we should all be fine, right?
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